How Yogi govt's ODOP push revived Moradabad's brass industry, boosting exports

Uttar Pradesh's Moradabad, known globally as the "Brass City", has witnessed renewed growth in its traditional metal handicraft sector, with artisans and traders crediting the One District One Product (ODOP) scheme for helping improve skills, productivity and market opportunities.

Industry stakeholders said ODOP support, along with better law and order and government initiatives, has helped create a more favourable ecosystem for manufacturers, exporters and artisans associated with the brass industry.

Brass trader Rahul Agarwal said the business environment has improved significantly since the Yogi Adityanath government assumed office. According to him, concerns over security that once affected commercial activity have eased considerably.

"Traders now feel safer. They can work late into the night without fear and travel freely across the city. Stronger law and order has directly benefited industry and trade," Agarwal said while speaking to India Today TV.

Tania Bhatia, a sourcing professional and buyer recruiter, said foreign buyers are now more willing to visit Uttar Pradesh than they were earlier. "Overseas clients, who previously hesitated due to security concerns, now find it easier to travel and conduct business in the state. This has contributed to increased commercial activity in Moradabad's brass industry and other sectors," she said.

Moradabad exports a wide range of brassware and metal handicrafts, including home decor products, religious idols, candle stands, lamps, trays, vases and decorative items, to markets across the United States, Europe, the Middle East and several other countries.

Industry representatives said exports have grown steadily in recent years, further strengthening the district's presence in the global market.

According to Neeraj Khanna, Chairman of the Export Promotion Council for Handicrafts (EPCH) and a brass exporter, Moradabad has around 600 registered export units, between 3,000 and 3,500 registered metal manufacturing units, and nearly 30,000 to 40,000 units linked to the wider metal handicrafts ecosystem.

Khanna said the industry provides direct and indirect employment to nearly five lakh people.

According to industry estimates, Moradabad's brass and metal handicrafts sector currently has an annual turnover of around Rs 7,000 crore. Traders said the combination of ODOP support, improved security, government schemes and rising exports has helped the industry move towards sustained growth.

Khanna also said the government's MSME and ODOP schemes have been beneficial for businesses. He added that awareness campaigns are being conducted to encourage participation, while assistance is also being provided through the EPCH helpline, enabling entrepreneurs and artisans to access government schemes and receive guidance.

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(With inputs from Jagat Gautam.)